RETAIL

CONSUMER DEVICE PREFERENCE REPORT: Q3 2016

Movable Ink’s US Consumer Device Preference Report was first released in 2013 and

provides insight into consumers’ adoption and use of smartphones, tablets and

desktop computers and how they engage with email while using their preferred

devices. This edition is focused on consumer interactions with emails from retail

brands based on data collected in the third quarter of 2016, July through September.

ABOUT MOVABLE INKFounded in 2010, Movable Ink pioneered the application of contextual experiences to email and has powered over 150 billion live impressions. Movable Ink clients can use any email service provider to deliver dynamic content that changes, in real-time, according to the context of each individual consumer. More than 350 innovative companies including The Wall Street Journal, eBay, Finish Line and Saks Fifth Avenue use Movable Ink to Market in the Moment and optimize their email campaigns to drive ROI. The company is headquartered in New York City with o�ces in London and San Francisco. For more information, visit movableink.com.

linkedin.com/company/movableink

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@movableink pinterest.com/movableink

Disclaimer: Charts are based on data collected through Movable Ink’s contextual marketing platform between July 1 – September 31, 2016. Analysis of opens was conducted on detectable devices, which does not include Gmail opens. The analysis accounts for 3 billion email opens across the US.

Note about conversions: One other company was removed due to its high percentage of overall transactions.

OPENSRETAIL

0 20 40 60 80 100

MONDAY

TUESDAY

WEDNESDAY

THURDAY

FRIDAY

SATURDAY

SUNDAY

26% 64% 10%

26% 63% 11%

25% 64% 11%

25% 64% 11%

24% 65% 11%

18% 70% 12%

19% 69% 12%

APPAREL RETAIL OPENS BY DAY

DESKTOP SMARTPHONE TABLET

TOTAL MOBILE73%

SMARTPHONE60%

DESKTOP27%

TABLET13%

RETAIL MOBILE OPEN RATES REMAIN STEADY. Emails opened on mobile devices stayed at 73% over

Q2 and Q3. Mobile opens for the retail apparel industry spiked even higher on the weekends—going up to

78% on Saturdays and Sundays—suggesting this is the best time for apparel companies to send emails

that use features like live maps, weather-targeting and geo-targeted coupons.

CONVERSIONSRETAIL

TOTAL MOBILE66%

SMARTPHONE50%

TABLET16%

DESKTOP34%

APPAREL RETAIL CONVERSIONS NON-APPAREL RETAIL CONVERSIONS

TOTAL MOBILE32%

SMARTPHONE25%

TABLET7%

DESKTOP68%

APPAREL SHOPPERS PREFER MOBILE. Shoppers continue to signal they’re more comfortable

purchasing apparel items on mobile devices than non-apparel items. While 66% of apparel shoppers

prefer using smartphones and tablets, 68% of non-apparel shoppers switched back to their desktops

to buy.

AVERAGE ORDER VALUERETAIL

APPAREL RETAIL AOV NON-APPAREL RETAIL AOV

0

50

100

150

200

250

DESKTOPSMARTPHONE TABLET

$104 $104$118

0

50

100

150

200

250

DESKTOPSMARTPHONE TABLET

$161

$181

$202

SHOPPERS SPEND MORE ON DESKTOPS. Although apparel shoppers show a greater willingness to

buy on mobile, desktop conversions for the industry have a 13.5% higher average order value (AOV).

Non-apparel shoppers spend even more on desktops—25.5% more per order than on mobile.